Fresno County Fresno Chaffee Zoo Sales Tax, Measure Z (November 2014)

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A Fresno County Fresno Chaffee Zoo Sales Tax, Measure Z ballot question, known by supporters as the "Save Our Zoo" measure, was on the November 4, 2014 election ballot for voters in Fresno County, California. It was approved.

This measure renewed for 10 years a special sales tax of 0.1 percent to fund the Fresno Chaffee Zoo. This tax was originally approved in 2004 and became effective on April 1, 2005. Without the approval of Measure Z, the tax was designed to expire in March of 2015.

When this tax was first approved in 2005, Fresno County Zoo Authority officials estimated that it would bring in about $9.55 million in additional revenue per year, with shifts in revenue following economic trends. The zoo had received $102 million in funds from the Measure Z sales tax over the 2004-2014 decade.

Zoo attendance was at about 350,000 per year in pre-Measure Z 2004. In 2012, the zoo boasted 580,000 visitors, and, in 2013, the zoo saw its highest number of visitors, with 691,320 coming through the zoo.

Measure Z approved a special tax, which means funds were specifically earmarked for zoo funding and could be used for no other purpose.

The total sales tax rate in the county, including the Measure Z tax, was set at 8.225 percent in 2014. State tax accounts for 7.5 percent of this total, with the remaining 0.725 percent imposed by the county. If Measure Z had been rejected, the total sales tax rate in the county would have dropped to 8.125 percent.

Supporters argued that, with Measure Z, the zoo has thrived and provided a wonderful service to the whole community and that taking away the funding now could start a decline that would bring the zoo back to the disrepair and crumbling conditions seen in 2004, at which time the zoo was close to losing its accreditation. Supporters also argued that the 2004 Measure Z tax had allowed improvements that sparked a huge surge in the number of visitors to the zoo, providing huge value for the price of a tenth of a penny on ever dollar spent. They proposed that this trend should continue and that Measure Z would help to do that.

Opponents argued that in 2004, when the zoo was on the brink of losing its accreditation and was in disrepair, Measure Z was justified. They continued, however, by arguing that, in 2014, after receiving over $100 million from the sales tax, the zoo was financially comfortable and was even planning the construction of an expensive African Adventure Expansion for 2015. Critics argued that, since the zoo was back on its feet, it should look for grants and private funding to further improve and expand zoo exhibits and give taxpayers and the economy a break.

A two-thirds (66.67%) vote was required for the approval of Measure Z.

Election results

Fresno County Measure Z
Result		Votes	Percentage
a Yes		114,630	72.26%
No		43,995	27.74%

Election results via: Fresno County Elections Office

Text of measure

Ballot question

The question on the ballot:

“

To ensure the continuing success of Fresno Chaffee Zoo by providing necessary funding for repairs and maintenance, improved animal care, continuing the zoo's Species Survival and Children's Education Programs, maintaining low entrance fees, improving visitor amenities, and providing animals with safer more spacious natural habitats; shall Fresno County voters extend the existing 1/10th of one percent sales tax for ten additional years, with all proceeds exclusively for Fresno Chaffee Zoo?

”

Support

Keep Our Zoo campaign logo

Supporters

The pro-Measure Z campaign was called Keep Our Zoo.

The following is a small portion of the list of endorsements claimed by the Keep Our Zoo website:

• Fresno County Sheriff, Margaret Mims
• City of Fresno Police Chief, Jerry Dyer
• Fresno County Superintendent of Schools, Jim Yovino
• The Greater Fresno Area Chamber of Commerce

According to Keep Our Zoo, the mayors of all 15 cities in Fresno County endorsed a "yes" vote on Measure Z as well.

Arguments in favor

Supporters argued that funds from Measure Z were necessary to continue improving and maintaining the zoo. They argued that hundreds of thousands more people have been able to have first hand experience of interesting and varied animals because of Measure Z. They argued that this service is very important for children especially and was worth a tenth of a penny on every dollar spent.

The following statement was provided on the Keep Our Zoo website:

“	Measure Z funding also helps keep Fresno Chaffee Zoo affordable for families and all County residents. The low entrance fees, improved exhibits and improved visitor amenities have drawn so many people to visit that attendance has increased 60% over the past five years and has set records each year since 2011. Continuing Measure Z funding allows the Zoo to continue to care for our animals; upgrade existing and establish new animal exhibits; and provide educational and conservation opportunities for children and others throughout Fresno County and to all who visit Fresno Chaffee Zoo.	”
—Keep Our Zoo campaign

Editorials

• The Fresno Bee editorial board wrote in support of Measure Z. Below is an excerpt from the editorial:

“	The tenth-of-a-cent sales tax has fulfilled promises its backers made to Fresno County voters when they passed the first Measure Z with 73% support in 2004. [...] If you doubt the value of how much a tenth-of-a-cent sales tax can deliver, take a child to the zoo. See their eyes sparkle while watching the sea lions or the four Malayan tiger cubs. Yes, you can see tiger cubs on television and DVDs. But that isn't the same as seeing them up close — in person — as they frolic together. Measure Z is a huge success. Let's keep the winning streak going on Nov. 4 by voting "yes" on its renewal.	”
—The Fresno Bee editorial board

Opposition

No on Measure Z 2014 campaign logo

Opponents

A No On Measure Z 2014 campaign was started to urge voters to reject Measure Z.

The following individuals signed the official arguments in opposition to Measure Z:

• Michael Goossen, small business consultant, CPA
• Chloe E. Foster, housewife
• Devin Hall, retired business owner
• Greg Barber, retired business owner and member of No on Measure Z 2014
• Joan LeRoux, chair of No on Measure Z 2014 and a major zoo donor

Arguments against

The following was submitted as the official arguments in opposition to Measure Z:

“	In 2004, there was a need to ask Fresno County voters to authorize a TEMPORARY increase in the local sales tax to save the Fresno Chaffee Zoo; the need no longer exists. Taxpayers have donated more than $99 million already. Together, the Zoo and Zoo Authority have tens of millions of dollars on hand. There is no justification for keeping this tax in place for another 10 years. The Zoo itself says that it has enough money to remain open and operational into the next decade without extending the sales tax. (learn more) In 2004, voters were promised that “funds will not go to government. By law, every dime must be spent restoring the Zoo.” Yet, nearly $4.8 million has gone to Sacramento as administrative fees. Renewal of Measure Z will only result in sending more of your tax dollars to Sacramento for state politicians to spend. (learn more) The Sea Lion Cove was budgeted at $5 million; it actually cost $10.5 million. (learn more) The African Expansion was supposed to cost $30 million plus architectural fees. To date, the Zoo Authority approved almost $51.7 million…an increase of 72%. This is BOTH bad planning and irresponsible. (learn more) The Zoo has awarded millions of dollars in contracts using a CLOSED DOOR process. A lack of complete transparency is inexcusable when spending your tax dollars. (learn more) The Zoo plans to spend $350,000 of Zoo money for the consultant for the Measure Z renewal campaign rather than raising money from individual contributors. Supporting the Zoo is commendable and can be done by purchasing a membership or visiting the zoo; however, it is just plain wrong to force ALL Fresno County residents to continue paying a higher sales tax. Vote NO on Measure Z.	”
—Michael Goossen, Chloe E. Foster, Devin Hall, Greg Barber and Joan LeRoux

Campaign finance

2004

Support

In 2004, when Measure Z was originally approved, supporters raised $1.3 million in support of the measure. This amounted to 130 times the war chest of opponents.

Opposition

Opponents in 2004 only collected about $10,000 to fight against Measure Z, which was overwhelmingly approved.

2014

Support

As of October 11, 2014, supporters of the 2014 Measure Z had collected $700,000, falling somewhat short of the 2004 campaign. Meanwhile, as sympathy for the wealthier zoo had faded somewhat, the opponents of Measure Z were able to collect three times the funds they had in 2004. Some of the largest campaign contributions in support of Measure Z came from the following donors:

• $200,000 from David Mcdonald, former president and CEO of Pelco
• $200,000 from Gerald Lyles, senior VP of Lyles Diversidfied Inc.
• $50,000 from Granville Homes
• $50,000 from Howe Electric
• $25,000 from developer Tom Richards of the Penstar Group
• $25,000 from developer Ed Kashian

Opposition

Meanwhile, opponents of Measure Z reported about $32,000 in campaign contributions, leaving them out-funded by only 21 to one, rather than the 130 to one ratio they faced in 2004.

Background

Voter turn out

In 2004, 71 percent of voters came out to vote. Almost three quarters of them voted "yes" on Measure Z. Some predicted that voter turn out in 2014 would be significantly reduced, since 2014 does not feature a presidential election. Ultimately, only 29.5 percent of registered voters came to the polls in 2014, verifying the predictions about voter turn out.

Approval margin

In 2004, 73.4 percent of voters approved Measure Z. With the increased wealth of the zoo, the lower voter turnout expected for the 2014 election and the smaller spending gap between the support and opposition campaigns, some predicted a much closer race for Measure Z this year. Ultimately, however, over 71 percent of voters approved Measure Z again.

See also

• Local sales tax on the ballot
• Fresno County, California ballot measures
• November 4, 2014 ballot measures in California

External links

Suggest a link

• Fresno Elections Office website

Support

• Keep Our Zoo website, accessed October 20, 2014
• Keep Our Zoo facebook page, accessed October 20, 2014

Opposition

• No On Measure Z website, accessed October 20, 2014